Analytics have become indispensable in a personalised marketing analytics strategy. Convinced of the value of data and the insights it can bring, one of our customers in consumer goods called on us for the launch of a completely new product. With our help, they succeeded in reaching their target group more efficiently and achieving impressive results.
A personalised marketing strategy
The customer aimed to promote their new product to two specific target groups: hipsters and students. Therefore, they started off with a market research to locate the trendiest areas in Belgium’s ten largest cities. Afterwards, they onboarded us. Data scientist Ben de Wit gathered and analysed open data to identify additional interesting neighbourhoods: “In addition to the research provided, we wanted to include areas with barber shops in our marketing analysis as they are typical hotspots for hipsters. For the students, we used universities and colleges as our focal point.”
The objective of the project was threefold:
- Geocode and locate distribution points in areas where the target groups are omnipresent
- Enrich the internal CRM database with Open Data
- Visualise the results on a map to facilitate targeted sales
Marketing analytics offer endless possibilities
Nowadays, analytics play a major role in generating insights. These insights help companies to offer personalised products and services. Moreover, the intelligent combination and integration of proprietary data with Open Data creates endless opportunities, says Ben de Wit. “With the help of Google Places and the usage of relevant key words, we drew up a list of barber shops. We then filtered that list and removed all inaccuracies. To locate the students, we used Open Data from universities and colleges across Belgium. Finally, we visualised the output on a map to clearly define what the hippest locations and hence the most effective distribution points are today.”
Results with great potential
Through marketing analytics, we complemented our customer’s list of distribution points in a meaningful way. We’ve added a large amount of trendy locations they were not yet aware of. We certainly identified interesting areas in smaller cities. Secondly, we linked all the focal areas to our customer’s client and prospect database. Finally, we ranked and scored the existing clients and prospects in light of the specific new offering. As a result, the sales force is able to prioritize and sell more effectively.
We provided the client with an interactive visualisation tool to monitor their marketing analytics. They used it to present the results of the research and to guide the salesforce in their day-to-day work. Ultimately, the results of the research created added value for the marketing campaign. The numbers don’t lie: a hit rate of 61% in sales and distribution, way above their target of 55%, with a total presence in 1148 point of sales. Because of the promising numbers, they were very satisfied with the result of our collaboration:
“We first used an agency to locate hipster areas in a selected range of Belgian cities where they assumed the adoption rate for their new product to be high. AE and d-sides finetuned the outcome, identified additional target areas based on relevant open data and matched these with our CRM data. This resulted in an interactive geo-map of the sales points with the highest potential – a perfect tool to guide and support the sales team.”
One thing is clear: Analytics have a lot potential to give your business an extra boost exceeding the results of traditional reporting. Our experienced analytics team sees ample business challenges that they would love to tackle with you. Take the upper hand in the battle and pave the way for innovation.